“Understanding the needs of the client sounds obvious, if not cliché, but it is very often not the starting point of the creative process. It is easy to discuss colours and fonts, and what has been done before, but this is the wrong approach. What is the desired outcome? Who are the key stakeholders? Who is the audience? What is the background research? What is the budget? These are the questions we will ask before we design a single item. Each project is unique, so designing in a vacuum seldom delivers the best possible outcome.”